DEĞİŞEN TÜKETİCİ DAVRANIŞLARI. E-TİCARETLE GELEN YENİ DÖNEM

CHANGING CONSUMER BEHAVIOR: THE NEW ERA COMING WITH E-COMMERCE

What is the e-Commerce Business Model?

With the rapid development of digital technologies, moving business processes to electronic media is no longer a choice, but a strategic necessity. While commercial activities have evolved from traditional methods to digital platforms, goods and services have begun to be exchanged over the internet. This transformation has enabled e-commerce to assume a decisive role in commercial life with various business models.

The e-Commerce business model is a comprehensive digital ecosystem that forms the basis of modern trade. This model allows businesses to offer their products and services electronically, while optimizing commercial operations by effectively using information technologies. This system, which allows all interactions between sellers and buyers to be managed via digital platforms, eliminates physical limitations and enables uninterrupted trade.

This innovative business model includes integrated processes such as the presentation of products and services on digital showcases, secure payment system integration, professional logistics solutions and comprehensive customer service. Transparent and reliable management of processes is of critical importance in ensuring customer satisfaction. In addition, brand awareness is increased through strategic marketing and advertising activities, and potential customers are targeted to be reached effectively.

What are e-Commerce Business Models?

e-Commerce business models are the building blocks that form the basis of the modern digital economy. These models are carefully designed to respond to the changing needs of businesses and consumers, taking into account commercial market types. E-commerce business models, which eliminate the time and space constraints of traditional trade, provide a comprehensive framework that determines how commercial interactions between different stakeholders will take place. Each model, with its own dynamics and operational requirements, plays a unique role in the digital commerce ecosystem.

These models provide businesses with a wide range of action, varying according to the type of business, the structure of the platform, and the characteristics of the parties performing the commercial transaction. While each category has its own special requirements and opportunities, it allows businesses to reach their target audiences in the most effective way.

The main e-commerce business models can be examined in three main categories:

• E-commerce models by type of business: Models shaped by the sector and product/service structure of the businesses
• E-commerce types by platform: Models that differ according to the technical infrastructure and user experience of digital platforms
• E-commerce models by type of business: Models determined by the parties of commercial relations and their interaction styles

1.  eCommerce Models by Business Type

The rapidly developing e-commerce ecosystem has paved the way for the emergence of various methods with the opportunities offered by technology, thus bringing a unique dynamism to the world of digital commerce. Each e-commerce model stands out with its own characteristics and operational structure. These models aim to reach specific target audiences by focusing on specific product groups and to meet their needs in the most effective way. These models, which are shaped according to the strategic goals and market positioning of businesses, are the key to success in digital commerce.

The main models that stand out in the modern e-commerce world and are shaped by different strategic approaches are as follows:

• Vertical E-Commerce

Vertical e-commerce is a customized model that focuses on a specific category and offers products or services in that area. Also known as niche e-commerce, in this approach, businesses offer their customers a comprehensive experience by deeply specializing in the category they choose. The most important feature of this model is that the service is customized down to the smallest detail and a complete shopping experience is offered.

In this model, businesses offer deep product knowledge, customized customer service, and optimized user experience. Examples include a company that only sells shoes, an e-commerce site that only focuses on baby products, or internet platforms that specifically offer accommodation services.

• Horizontal E-Commerce

Horizontal e-commerce is a comprehensive digital commerce model with no category limitations. Businesses appeal to different customer segments by offering a wide range of products ranging from cosmetics to clothing, household goods to electronics, books to sports equipment on a single platform. Thanks to this multifaceted approach, customers can meet all their needs from a single platform. Large supermarket chains and multi-category e-commerce platforms that offer online shopping are successful examples of this model.

• Virtual Marketplace

The virtual marketplace model is a comprehensive platform where individuals, businesses and suppliers can manage their digital assets. Sellers can display their products in a professional digital showcase, share detailed information and manage their stock. Buyers can select products that suit their needs with filtering and comparison tools and purchase them with secure payment systems. The platform provides a wide range of services from food to cosmetics, from personal care to handmade products, while providing a reliable and transparent interaction environment between the parties.

• Brokerage Sites

Brokerage sites categorize various product and service providers on digital platforms and bring them together with consumers. These platforms act as a reliable bridge between the parties, facilitating the search for professional service. In daily life services such as home repair or cleaning, reliable service providers are meticulously selected and presented with detailed information. While reservations, payments and service tracking are transparently managed, users can make informed choices by reviewing the performance history and evaluations of the providers. Food ordering platforms and expert consulting sites are examples of this model.

• Opportunity Sites

Opportunity sites offer consumers attractively priced offers for limited periods. These platforms usually organize special discounts and campaigns for short periods such as 24-72 hours. The discounted offers offered on the platform in a wide range such as clothing, breakfast organizations, spa services and tourist accommodations provide the opportunity to shop below market prices. This model offers consumers an economical shopping opportunity while also providing businesses with advantages in stock management and customer acquisition.

• Private Shopping

The private shopping system is an e-commerce model that offers an exclusive digital shopping experience and access is limited only to customers who have gained membership status. The platform offers its members exclusive campaigns and personalized discount opportunities. This system strengthens the feeling of exclusivity in customers and creates an emotional bond with the brand. The model is used strategically to strengthen customer loyalty and increase brand value. It significantly increases sales performance and customer satisfaction thanks to the special advantages offered.

2.  Types of eCommerce by Platform

Thanks to the wide range of opportunities and technological developments offered by the internet, the e-commerce world offers consumers unique shopping experiences through various platforms. Modern consumers can shop by choosing the platform that best suits their preferences and needs. Entrepreneurs can strategically determine the most effective e-commerce model by taking into account the shopping habits and technology usage preferences of their target audience.

The basic platforms where e-commerce is actively carried out today and each offers its own advantages can be listed as follows:

• E-commerce Site

E-commerce sites are advanced platforms that offer the modern shopping experience of the digital age and enable comprehensive buying and selling of products and services over the internet. It eliminates the time and space restrictions of traditional trade by moving the physical store system to the virtual environment. These platforms, which stand out with their user-friendly interfaces and secure infrastructures, provide professional display of products and transparent sharing of detailed information. It offers a secure shopping experience with advanced payment systems and various payment options.

• Mobile E-Commerce

This model, also known as m-Commerce, covers all commercial transactions carried out via mobile devices. Users can buy, sell or exchange the product or service they want via smartphones and tablets. This system is the adaptation of traditional e-commerce to mobile platforms and offers a wide range of services from mobile banking transactions to instant payments, from digital wallets to mobile shopping.

Mobile e-commerce stands out with its uninterrupted notification system that optimizes user experience. The platform instantly informs its users about new campaigns, special discounts and personalized offers. It provides detailed notifications at every step of the ordering process, from the status of the product in the warehouse to cargo tracking, from the delivery stage to the return process. Users can shop, manage their orders and reach customer service from their mobile devices at any time of the day. This constant accessibility and ease of use make mobile e-commerce a powerful sales channel.

• Social E-Commerce

It is a modern e-commerce model that enables the direct sale of products and services via social networks. These platforms combine the interaction features of social media, user behavior and community dynamics with commercial activities. They offer personalized shopping experiences by utilizing social media algorithms and user data. The main factors that increase the popularity of social e-commerce today include the rise of influencer marketing and the impact of product recommendations by influencers on consumer behavior. While followers make purchasing decisions based on the recommendations of content producers they trust, brands can benefit from this trust relationship and reach their target audience more effectively.

3.  e-Commerce Models by Type of Study: Different Dimensions of Digital Commerce

In the modern e-commerce ecosystem, each business model represents a unique type of interaction and organizes commercial relationships between different parties. These models are constantly evolving and diversifying with the innovations brought by digital transformation. This structure, which systematically categorizes commercial interactions between businesses, consumers, employees and public institutions, forms the basic framework of electronic commerce. We can examine e-commerce business models by type of operation with the following comprehensive list:

• B2B (Business to Business): The business to business (B2B) model is an e-commerce structure where both the buyer and seller are corporate. This model covers commercial transactions carried out in a digital environment at every stage of the production and supply chain. The model also includes inter-institutional electronic service agreements and professional service purchases. For example, a manufacturing company's industrial raw material supply or a technology company's purchase of enterprise software solutions are typical examples.
  The B2B e-commerce ecosystem operates through closed-loop systems, online marketplaces and e-procurement platforms that require special membership. These digital infrastructures provide supply chain management, inventory tracking and real-time communication with business partners. Trade is generally conducted using three basic approaches: Wholesale purchase-sale transactions, competitive bidding, and subscription-based agreements.


• B2C (Business to Consumer): One of the most widespread and rapidly growing models of e-commerce in recent years, B2C (Business to Consumer) represents a structure in which businesses deliver their products and services directly to the end consumer. In this model, businesses are in the position of sellers and individual consumers are in the position of buyers. Businesses can reach a wide range of consumers through digital platforms, promote their products and services, and sell them.
  The B2C model, which has radically changed modern consumer habits, offers a brand new shopping experience by bringing traditional retail sales to the digital world. This model allows consumers to shop without time and space limitations. Businesses attach special importance to user experience in order to stand out in the competitive digital market. Features such as intuitive and easy-to-use interface designs, various and secure payment options, detailed product information, real-time stock tracking, fast delivery options, and effective customer service are indispensable elements of a successful B2C platform. In addition, customer satisfaction and loyalty are sought to be increased through tools such as personalized product recommendations, loyalty programs and special campaigns.


• C2C (Consumer to Consumer): "Consumer to Consumer" (C2C) is an innovative model that enables consumers to trade directly with each other in the modern e-commerce ecosystem. In this model, consumers take on the roles of both buyers and sellers. C2C trading, which started with electronic auction systems, offers users a dynamic shopping experience with real-time price offers.
  With the global spread of the internet, users can offer their products and services to potential buyers all over the world without being stuck with geographical limitations. Handmade products, vintage items, collectibles and second-hand products meet buyers through reliable third-party platforms.
  C2C platforms offer unique opportunities for micro-entrepreneurs and individual producers. With user-friendly interfaces and secure payment systems, sellers can conduct their commercial activities with minimal risk. This structure contributes to the development of the gig economy and creates a sustainable source of income for independent workers.


• C2B (Consumer to Business): The consumer to business (C2B) model is an innovative approach to commerce where individuals create value by offering their products, services or skills to businesses. Unlike traditional commerce, individual producers and talented professionals take on the role of active sellers.
  Common examples of the C2B model include paid surveys, digital content platforms, influencer marketing and affiliate marketing programs. In this ecosystem, freelance professionals and individual entrepreneurs provide services to corporate clients in areas such as content production, graphic design, photography, software development and consulting.
  Modern digital platforms provide a secure and efficient interaction environment between consumers and businesses. This structure allows individuals to access the global market in their areas of expertise, while businesses benefit from flexible resources. Thus, consumers can actively participate in the economic value chain as providers of professional services and products.


• B2E (Business to Employee): The Business to Employee (B2E) model represents a strategic approach aimed at optimizing internal efficiency. This model aims to reduce operational costs and streamline internal processes while increasing organizational effectiveness.
  The model offers employees special benefits and services through a corporate digital ecosystem. This structure integrates various opportunities such as professional development opportunities, digital learning platforms and corporate discount programs. Employees can access educational resources, health services and personal development tools through this specially designed corporate network.


• B2G (Business to Government): "Business to Government" (B2G) includes comprehensive commercial activities carried out directly by businesses with government institutions in the business-to-government e-commerce model. In its most general definition, this model represents a complex and multifaceted interaction process in which private sector businesses offer various products and services to government institutions or the government. Businesses provide comprehensive services and goods to the government through direct sales transactions conducted over electronic platforms, detailed tender processes and various contracts with the public sector.
  The areas where this strategic business model is most commonly and effectively preferred include defense systems, urban transportation solutions, critical infrastructure services, advanced information technologies, large-scale construction projects and comprehensive healthcare services. In order to develop innovative solutions for the public sector and to provide more qualified and efficient public services to citizens, government institutions purchase strategically important products or services from private sector businesses. Businesses specialized in different sectors reduce the operational costs of state institutions with the innovative solutions and optimized services they offer, make institutional operations more efficient, and ultimately contribute to providing more effective solutions to the changing needs of citizens.


• G2B (Government to Business): G2B (Government to Business) is an electronic commerce model that regulates commercial relations between state institutions and businesses. State institutions offer services and support to businesses via digital platforms, thus aiming to increase the growth and competitiveness of businesses.
  Incentive programs, support loans, tax deductions, and investment supports are the main application areas of the G2B model. For example, foreign trade loans and export incentives provided to businesses engaged in electronic exports are practical reflections of this model.
  This digital ecosystem provides businesses with fast and efficient access to state support, minimizes bureaucratic processes, and enables the efficient use of resources.


• G2G (Government to Government): It is a comprehensive electronic commerce and cooperation method between states. In this advanced business model, both the buyer and seller parties are government institutions and mutual value exchange takes place between them. This model, which includes multi-faceted transactions between central banks, ministries, public institutions and organizations, also includes strategic commercial transactions, diplomatic agreements and institutional collaborations between government institutions of different countries. These collaborations are carried out securely and transparently via digital platforms. For example, the online implementation of financial activities, monetary policy coordination and economic cooperation programs between the Central Bank of the Republic of Turkey and the European Central Bank is one of the most important and concrete examples of the G2G business model. Such inter-institutional collaborations contribute significantly to the development of international trade and the strengthening of economic relations.


• G2C (Government to Citizen):"Government to Citizen" (G2C) is a comprehensive e-commerce approach based on the provision of services from the government to the citizen. In this model, official state institutions offer various digital services and solutions to citizens. While state institutions in the position of seller provide uninterrupted service to citizens through modern technological infrastructures, citizens in the position of buyer can easily access these services. The taxes paid by citizens to the government are a basic resource that enables the sustainable purchase and sale of these services between the government and citizens. In addition, citizens can also purchase products or services directly. For example, payments made for vocational training, certification programs and specialization courses organized by government institutions are evaluated within this scope.
  In the G2C business model, digitalized public services are brought to citizens through modern online platforms, user-friendly websites and mobile applications. This digital transformation reduces bureaucracy while increasing service quality and accessibility. The e-Government Gateway system, which provides many public services from a single point, securely and quickly, is one of the most successful and comprehensive examples of this business model in our country. Similarly, tax payments, declaration transactions and various financial services can be provided through the Digital Tax Office, which can be given as an example of modern G2C applications. Such digital structures, which provide citizens with 24/7 access to government services, eliminate time and space restrictions and offer effective solutions, make significant contributions to both increasing the efficiency of the government and increasing citizen satisfaction.

  Safe and Easy Steps in the World of E-Commerce with Ifasturk

You need a reliable solution partner for a successful journey in the world of e-commerce. Ifasturk offers an ideal option for you with its comprehensive solutions that meet all the requirements of the modern e-commerce ecosystem.

You can also grow your business and increase your competitive power by taking advantage of Ifasturk's professional solutions in your e-commerce journey. Contact Ifasturk now for detailed information and evaluate the opportunities offered by the world of e-commerce.

Mesut SENEL | Ifasturk CEO

Certified Public Accountant